TikTok is expanding its efforts to protect children and support the search for missing individuals by launching a new AMBER Alert feature in the United States.
In collaboration with the National Center for Missing & Exploited Children (NCMEC), TikTok will now display urgent missing child alerts directly in users' For You feeds.
This move is part of TikTok's commitment to leveraging its massive platform to raise awareness and assist in reuniting families with missing children.
How AMBER Alerts Work on TikTok
With this new feature, if an AMBER Alert is issued by law enforcement, TikTok will display it to users within the search area based on their device’s IP address. Users will see the alert pop up in their For You feed, ensuring that the information is easily accessible to a large audience.
The alert will include key information about the child, such as their photo and description, and a direct call to action—one tap to dial 911—so people can act quickly.
This integration of AMBER Alerts into the TikTok app aims to increase visibility and speed up the process of locating missing children by engaging TikTok's massive user base, particularly its younger audience.
The Success of the Texas Pilot
In 2024, TikTok piloted AMBER Alerts in Texas, where the feature saw significant success.
The alerts were viewed over 20 million times, demonstrating the platform's ability to quickly spread critical information.
During the pilot, TikTok’s AMBER Alerts led to 2.5 million visits to the NCMEC website, showing that the alerts not only raised awareness but also drove users to take action. This success paved the way for the nationwide expansion.
In the first two months of 2024 alone, 14 AMBER Alerts were issued in Texas. According to NCMEC’s 2022 AMBER Alert Report, Texas accounted for 17% of all AMBER Alerts issued nationwide that year. Fortunately, 13 of those 14 missing children were successfully located.
This success highlights the importance of quickly spreading alerts through platforms like TikTok to help locate missing children and increase the likelihood of a safe return. The pilot program proved that timely, wide-reaching notifications could play a vital role in these critical situations.
2nd:
@brandomino_effect Whats goin on yall #fyp #foryou #amberalert #childabductionawareness ♬ original sound - brandomino_effect
The National Expansion
Building on the positive results of the Texas pilot, TikTok is now expanding AMBER Alerts to over 170 million Americans.
@saraheturney #justiceforalissa ♬ original sound - Sarah Turney
The alerts will be shown to users based on their geographic location, ensuring that people in the affected area will see the critical information. By harnessing TikTok’s wide reach and engaging platform, this feature has the potential to significantly improve the speed and effectiveness of missing child searches.
The integration of AMBER Alerts into TikTok’s For You feed offers a fresh approach to child safety, making it easier for users to stay informed and take action quickly when needed.
TikTok's Ongoing Commitment to Safety
In addition to the AMBER Alerts, TikTok is also donating advertising credits to NCMEC to amplify their messages on missing children and safety awareness. TikTok’s support helps NCMEC reach a wider audience, providing essential resources on how to protect children and stay safe online.
This expansion is part of TikTok’s broader efforts to ensure the platform remains a safe space for users. The company has been actively involved in combating child exploitation and providing safety resources for parents, caregivers, and young users alike.
Key Statements from NCMEC and Law Enforcement
said Gavin Portnoy, Vice President of Communications & Brand at NCMEC.
Lonoke County Sheriff John Staley added,
Colleen Nick, CEO of the Morgan Nick Foundation, echoed the sentiment, stating,
Empowering Communities to Act for Child Safety
TikTok’s nationwide rollout of AMBER Alerts is a significant step in leveraging the power of social media to enhance public safety. By incorporating these alerts directly into users’ For You feeds, TikTok ensures that more people can receive, share, and act on urgent missing child notifications.
As the feature expands across the U.S., TikTok is playing a crucial role in the race to reunite families with their missing children.
The platform's innovative use of its large user base in combination with NCMEC’s resources creates a powerful tool in the fight against child abductions. TikTok’s commitment to safety and its ongoing efforts to raise awareness make it a valuable ally in the effort to protect children nationwide.
We encourage all TikTok users to engage with AMBER Alerts when they appear in their feeds—every second counts.
